Apple is developing a large array of features that use generative AI, including a new version Siri , that could launch next year, according to Bloomberg 's Mark Gurman . In his latest "Power On" newsletter , Gurman said that despite Apple CEO Tim Cook 's claim that Apple has been working on generative AI technology for years, Apple's executives were "caught off guard" by the industry's sudden interest in AI and have been anxiously "scrambling since late last year to make up for lost time." Apple's senior vice president of machine learning and AI strategy, John Giannandrea, and senior vice president of software engineering Craig Federighi are apparently leading the company's AI efforts. Eddy Cue , Apple's senior vice president of services, is also involved in the push. Giannandrea is said to be overseeing development of the underlying technologies for a new AI system. Most notably, his team is working on a new, "smart